The global attention garnered for a new medi-tech launch has been cited as a perfect example of the power of collaboration – all within Hull’s C4DI.

MediMusic – a ‘digital drip’ combining app and streaming device that is designed to dispense personal playlists to reduce anxiety and pain – is being brought forward by Gary Jones.

He turned to a team of companies at the Centre for Digital Innovation, tapping into the tech know-how of Sauce to bring his idea to market, while Larkin PR and Influence Media planned and performed the big push. Matt Johnson’s eponymous social media consultancy and Maiar Creative were also added, fulfilling artwork requirements.

And what could revolutionise the treatment of dementia, pre/post operation, chronic pain, dentistry, and Alzheimer’s Disease through improving motor response as part of a physical rehabilitation programme, caught the attention of the masses, from Business Live to the BBC Network – across regional, national and international press and radio.

Gary said: “It has always been important to me to use fellow C4Di members where possible as there is so much talent in this one building and the success of our PR campaign to date is testament to that. It also clearly demonstrates the power of real collaboration.

“Key to the PR activity and success is David Prescott of Larkin PR. Luke Thornton from Influence Media covered off all photography and filming requirements whilst Matt Johnson worked on social media and Leon Peak, of Maiar Creative fulfilled artwork requirements.



Gary Jones, chief executive of MediMusic.

“I’ve worked with a lot of agencies over the years, and I can say the team we put together in C4DI delivered more coverage than I have ever seen.”

Last month’s launch stretched from the Hull Daily Mail to Channel News Asia, BBC Radio Humberside to BBC World; Rory Cellan-Jones’ Tech Tent podcast to The Guardian.

Mr Prescott, chief executive and founder of Larkin PR, was part of the BBC Look North launch in Hull as assistant editor in 2002.

The son of former city MP and Deputy Prime Minister John, he said: “It’s been a great honour to work with such a bunch of talented people. Luke and I travelled to Lancashire to film the NHS trial and those images and video have gone around the world and used by the BBC.

“The great thing is that not only has C4DI got a great story to tell, but it is also using people who work in C4DI to tell that story to the world.”

The digital hub is located at the Fruit Market in Hull. Launched in 2015 by the Wykeland Group, it is the only privately funded tech accelerator in the UK and provides office space and services to start-ups.



Nurse Sheleen Armstrong, a sister working as part of the critical care outreach team, trials MediMusic.
Nurse Sheleen Armstrong, a sister working as part of the critical care outreach team, trials MediMusic.

It has recently been expanded to build on the success it has brought to the city.

Linsey Brown, projects and communications manager at C4DI, said: “These are exactly the sort of collaborations we are keen to encourage and support. We were thrilled to see the coverage that MediMusic received and it is credit to the hard work and commitment of those involved in it that it gained the reach it did.”